In an increasingly shiny, fabricated world of spun messages and concocted experiences–where nearly everything we encounter is created for consumption–elevating a brand above the fray requires an uncommon mix of creativity and discipline. And nowhere do you see the challenge more starkly illustrated than in the quest for authenticity. “Authenticity is the benchmark against which all brands are now judged,” notes John Grant in The New Marketing Manifesto. Or as Seth Godin quips in Permission Marketing: “If you can fake authenticity, the rest will take care of itself.”

Throughout my short but enjoyable blogging “career,” I’ve made a number of comments and recommendations about good wine, coffee, beer, music, reading, etc.

Instead of having that “After Hours” stuff scattered all over various blogs, I’ve decided to collect my reviews and commentary on a dedicated blog, called It’s a Pleasure. This will also include (weekly) recipes that I try out, as I try to re-awaken some long-dormant kitchen creativity.

This is a great idea and a wonderful display of just how easily the “fences have come down” through web-based collaboration (my article is entitled, “The Lowered Fence of Collaboration”). I’ve had fruitful interaction with a number of people on this list, though not having met any of them face-to-face (yet!). Can’t wait to see the final result!

Seth Godin has an insightful post on how quickly certain things (such as the first notes of a song) can register on us, and bring up the “brand” represented.

Off the top of my head, I think this type of imparted Brand DNA comes from at least 3 things:

– Repetition

– Consistency

– Strong (hopefully, positive!) association

Recently, one of my sons, who is taking drum lessons, was given a CD to learn from, by a rock group from the 70’s. I vaguely recalled the name of the group but couldn’t “place” the song names in my head. However, moments after the CD started to spin, I had the whole song flooding back from memory. Repetition, don’t you know, from years ago.

I remember, over a decade ago now, when I used to fly more regularly into Chicago, that there was (and still is) a Starbucks located at the entrance to O’Hare’s Terminal E/F. Coming into that city, my nose would be attuned to this positive association, and it was always there. Plus, they had one at McCormick Center, where I’d be each year for a trade show in November – and I’d unfailingly walk however long it was in that gargantuan place to get my morning Starbucks. Those experiences helped embed the Starbucks DNA into my system.

Now, if I could just get a piece of Seth’s DNA and graft it into my makeup!

Becky Carroll has a very enjoyable blog entitled Customers Rock!, in which she holds forth the perspective that we really should treat our customers as incredibly valuable.

But some people/companies still seem to hold to a Customers Rot! attitude.

Recently, we’ve been seeking to get some plumbing work done. A sink replaced, a couple faucets, a few other smaller things (full disclosure: I’d classify myself as only “half-handy,” and better at outdoor work than indoor stuff!) So we made a call, first of all to a very nice plumber who quickly helped us with a belly-up water heater a couple months back. He’d come to us recommended by a friend. Surely he’d want to maintain a customer relationship!

No response. No return call, even after a couple of messages.

We tried with another referred name.

Same result.

Another. Finally, a call back – this fellow does these type of small jobs “on the side,” but apparently he is more willing to gain a customer doing evening work, than others for whom it is a day job.

Now, I understand if the other fellows were too busy – particularly since our work on this occasion was pretty small scale. But too busy to return a call, and simply explain that you don’t have the time right now – and maybe provide a recommendation? Too busy to value a customer – and what that customer may say (positive or negative) to others who ask their opinion? Too busy for common courtesy?

Another example of a Customers Rot! attitude – not neglect, but downright hostility – came to the surface this week when I was speaking with another consultant. She started a role with a software/services company, and mentioned that on the very first day, an employee put a customer on hold and started letting loose a stream of demeaning and negative comments about this client (probably one of their largest sources of revenue). Displaying, right in front of this person just starting out, why that particular company was not going to be worthy of a long-term engagement. She quickly moved on.

A company’s brand goes far deeper than a logo and a tagline. It is profoundly shaped by attitudes. The employees embody the brand, for better or for worse (here’s a positive example). One of the best “branding” moves a company can make is hiring people who truly seek to serve, and who do not stew in negativity! If you end up with “hostiles,” don’t be surprised when you get the business equivalent of red cards!